Memphis is a city unlike any other.

Known around the world for its music, culture, food, history, and spirit, Memphis welcomes visitors seeking authentic experiences and meaningful connections. From Beale Street and Graceland to world-class museums, culinary experiences, and vibrant neighborhoods, Memphis leaves a lasting impression on visitors.

Yet the most powerful part of any visitor experience is often the people.

A welcoming smile. A helpful recommendation. A story shared with pride. A moment of genuine hospitality.

These interactions shape how visitors experience Memphis and influence whether they return, recommend the city to others, or become lifelong advocates.

That's why the Memphis tourism community invests in education and professional development.

This learning environment helps hospitality professionals, tourism ambassadors, frontline employees, volunteers, students, community leaders, and local advocates strengthen their destination knowledge, improve their interactions with visitors, and confidently share the stories that make Memphis extraordinary.

Because every interaction has the power to create a memorable experience.

Why Tourism Matters

Tourism is one of the most powerful tools communities have to create economic opportunity, celebrate local culture, and strengthen quality of life.

Visitors contribute to:

  • Local restaurants and hospitality businesses
  • Attractions, museums, and entertainment venues
  • Small businesses and entrepreneurs
  • Arts and cultural organizations
  • Sporting events and festivals
  • Transportation and tourism services
  • Community amenities and infrastructure


A strong visitor economy supports jobs, creates business opportunities, generates tax revenue, and strengthens the experiences enjoyed by both visitors and residents.

When community members understand tourism's impact, they become stronger advocates for their city and more effective ambassadors for the visitor experience.

The Learn Tourism Approach

This learning environment is powered by Learn Tourism, a nonprofit organization dedicated to advancing tourism through innovative education, workforce development, and learning technology.

Learn Tourism exists to educate, empower, and inspire the tourism industry through learning experiences that create meaningful and measurable impact. 

Every course, learning environment, and training program is built around three guiding principles:

Transformative

Learning should help people do something they couldn't do before.

Whether it's improving visitor engagement, developing leadership skills, strengthening destination knowledge, or becoming a more effective tourism ambassador, learning should create real-world change. 

Engaging

People learn best when they actively participate.

Our programs encourage interaction, reflection, exploration, storytelling, and practical application rather than passive consumption of content. 

Accessible

Education should be available when, where, and how people learn best.

Through our Education with Empathy™ philosophy, we design learning experiences that are flexible, inclusive, and responsive to the needs of diverse learners. 

Behind every learning experience is expertise in:

  • Adult Learning Science
  • Instructional Design
  • Behavioral Psychology
  • Tourism Workforce Development
  • Hospitality Training
  • Learning Technology
  • Visitor Experience Design
  • Community Engagement


Learn Tourism applies research-backed methodologies in adult education, behavioral science, and instructional design to create courses that engage and inspire learners. 

Hospitality Is Everyone's Business

Some of the people who have the greatest impact on visitor experiences may not work directly in tourism.

They may be:

  • Hotel and lodging professionals
  • Restaurant and food service employees
  • Retail associates
  • Attraction and museum staff
  • Transportation providers
  • Event volunteers
  • Community leaders
  • Students
  • Local residents


Each interaction contributes to a visitor's perception of Memphis.

When people feel welcomed, informed, and connected, they are more likely to return, spend more time exploring, and share positive stories with others.

That's why tourism ambassador training and hospitality education play such an important role in destination success.

Building Tourism Ambassadors and Community Champions

Great destinations are supported by people who take pride in sharing their community with others.

Tourism ambassadors help:

  • Welcome visitors
  • Answer questions
  • Share local recommendations
  • Promote authentic experiences
  • Celebrate community culture
  • Strengthen destination pride
  • Support positive visitor experiences


Tourism ambassador programs help transform everyday interactions into opportunities to create meaningful connections and memorable experiences.

By building destination knowledge and hospitality skills, communities create stronger visitor experiences and stronger local engagement.

About Learn Tourism

Learn Tourism is a 501(c)(3) nonprofit academy dedicated to delivering effective and efficient education programs that engage, inspire, and empower stakeholders.

Today, Learn Tourismsupports more than 65 destination and tourism learning environments across North America and beyond, helping destinations educate stakeholders, strengthen workforce development initiatives, and improve visitor experiences. 

Our areas of expertise include:

  • Tourism Ambassador Programs
  • Hospitality Training
  • Visitor Experience Education
  • Destination Workforce Development
  • Tourism Champion Programs
  • Professional Development
  • Community Engagement
  • Sustainable Tourism Education
  • Leadership Development
  • Instructional Design
  • Learning Experience Platforms


Through online learning, conferences, webinars, podcasts, destination-specific training programs, and customized curriculum development, Learn Tourism helps tourism organizations create stronger destinations through education. 

Frequently Asked Questions

What is a tourism ambassador?

A tourism ambassador is someone who helps create positive visitor experiences by sharing destination knowledge, offering recommendations, answering questions, and representing their community with pride.

Why is hospitality training important?

Hospitality training helps individuals strengthen communication, customer service, cultural awareness, problem-solving, and visitor engagement skills that contribute to memorable experiences.

What is tourism workforce development?

Tourism workforce development focuses on helping individuals build the knowledge, skills, and competencies needed to succeed in tourism, hospitality, destination marketing, visitor services, and related industries.

Why does tourism education matter?

Tourism education helps improve visitor experiences, strengthen workforce skills, increase community pride, support local businesses, and contribute to long-term destination success.

What is Learn Tourism?

Learn Tourism is a nonprofit organization dedicated to tourism education, workforce development, tourism ambassador training, instructional design, learning technology, and professional development for tourism professionals.

Continue Your Learning Journey

The best hospitality professionals, tourism ambassadors, and community leaders never stop learning.

Whether you're developing your visitor engagement skills, exploring tourism careers, strengthening leadership capabilities, or becoming a stronger advocate for Memphis, Learn Tourism offers opportunities to continue growing.

Explore More from Learn Tourism
- Tourism Ambassador Training
- Hospitality and Visitor Experience Courses
- Destination Workforce Development Resources
- Professional Development Programs
- Learn Tourism 365
- Sustainable Tourism Education
- The Business Class Podcast
- Live Webinars and Virtual Events
- Learn Tourism Conference
- Destination Training Solutions
Explore LearnTourism.org